Apple AAPL +1.2%, AT&T T -0.49%, Hyundai, Ford, Avis, Domino’s, Dunkin’, Google GOOGL -0.76%, Konica Minolta , Discover and the NFL maintained their #1 category positions in very challenging category environments according to Brand Keys’ 19th Annual Customer Loyalty Engagement Index® (CLEI). Brands that were rated #1 in their categories for the first time included Air Canada , Facebook, Kellogg’s Nutri-Grain Breakfast Bars, Chipotle, Exxon Mobile, Nationwide, and Travelocity.
Ratings are based on a brand’s ability to meet customers’ ever-growing expectations better than the competition. Consumer expectations have increased by 28% across the 64 categories in this year’s survey. Meanwhile brands have only managed to improve their ability to satisfy consumers’ expectations by 7% this year. The really hard part is accurately measuring they gap between your brand and your category’s Ideal and then determining what emotional values can help your brand successfully fill it.